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How to Innovate in Marketing (Collection), 2/e by Tony Davila, Robert Shelton, Joan Kiddon, Larry Light, Michael Tasner, Monique Reece, Marc Epstein

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79. ROI Optimizer™: Increase the Effectiveness of How Marketing Is Measured

The MarketSmarter ROI Optimizer is a methodology for connecting, visually and mathematically, all the components of the demand chain to give managers and executives the ability to dramatically improve the efficiency, effectiveness, and predictability of their entire demand chain. An organization’s demand chain is comprised of the sales, marketing, and service organizations, and the activities and programs that are implemented to consumers, to a sales force, and through various channels such as distributors, wholesalers, and strategic alliance partners.

The ROI Optimizer provides a framework for planning, managing, and measuring every entity and activity within the demand ...

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